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Ads of the Week: 14 November
This week New World, Arnott’s, Briscoes and Kiwiplates show us how it’s done.
Browsing: New World
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New World brings back Noel to uncover his true identity
It’s not Christmas until New World’s heart-warming Noel character makes an appearance, and this year he’s back to confuse more children, and even the police, in a madcap journey by 99.
Features
TVNZ-NZ Marketing Awards 2017: New World taps into the Easter appetite
New World’s immersive in-store Easter experience broke new ground for the brand, leveraging emerging tech and capturing the hearts and minds of young would-be Easter egg hunters.
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Air New Zealand shares the Mother’s Day love to win May Ad Impact Award
With Mother’s Day falling last month, it’s no surprise the public chose Air New Zealand’s ‘Happy Mother’s Day’ as the winner of the Colmar Brunton May Ad Impact Award.
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New World sends kids on a virtual Easter egg hunt
Running around the house and backyard in search for chocolate eggs has long been the definition of Easter. Now, New World and 99 have given the popular past-time a modern day twist by putting it into an augmented reality game.
News
Sharing the glory: New World and Bay Audiology take home September Ad Impact Awards
September proved to be the month of storytelling, with many high quality adverts on our screens and Colmar Brunton finding the New Zealand public unable to pick a favourite out of New World’s ‘Little Garden’ and Bay Audiology’s ‘Hearing check’. In the end, the consumer research firm succumbed and gave both adverts September Ad Impact Awards.
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New World rolls out round two of its campaign to boost New Zealand’s happiness
New World has released the next installment of its ‘Happier New Zealand’ campaign, in which it ponders what the country would look like if it was happier in the hopes of improving its rank as eighth happiest nation in the world.
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Building loyalty: New World takes its programme nationwide while Countdown and AA Smartfuel join forces
Loyalty programmes are the latest brand experience to feel some disruption, as brands collaborate or diversify. Elly Strang takes a look New World’s roll out of a nationwide clubcard, and Countdown and AA Smartfuel’s joint loyalty scheme.
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Hypothetical laughs from 2degrees take out Ad Impact award for August
2degrees has come out on top of Colmar Brunton’s August Ad Impact Award for its ‘Where does your data disappear to’ TVC, via Special Group and The Sweet Shop, which gets creative to explain mobile data to consumers.
News
Small start, big potential: New World trades Little Shop for Little Garden
New World has released its latest collectible miniatures, but this time it’s not tiny plastic Nutri-Grain packets, cooking oil or Super Wine biscuits, it’s taken a more sustainable turn and has launched Little Garden instead, enabling kids to collect miniature seedling kits. We chat to GoodSense managing director Kath Dewar about New World’s decision to move away from plastic collectibles.
News
New World launches campaign to make New Zealand happiest country in the world
New Zealand is currently ranked as the eighth happiest nation in the world, coming in behind the likes of Denmark, Switzerland, Iceland, Norway, Finland, Canada and the Netherlands, according to the latest edition of the World Happiness Report. While certainly a strong showing for our small island nation, New World doesn’t think it’s good enough and has launched a new campaign via Colenso BBDO premised on making New Zealand the happiest nation in the world.
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Is commercialisation killing Christmas?
With the annual slam of Christmas commercial messaging hitting us from all sides, it comes as little surprise that 59 percent of Kiwis feel that Christmas has become too commercial. So are brands doing themselves a disservice by focusing on sales rather than more authentic Christmas messaging?
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TVCs of the Week: 24 November
New World, NZME and Positively Wellington Tourism each nab a place on the podium this week.
News
New World’s secret Santa returns
Unassuming New World employee Noel has returned this year for New World’s annual Christmas push, and he is again shown rousing suspicion among shoppers about his true identity.
News
A dearth of Christmas creativity? How Kiwi retailers’ festive advertising efforts stack up against their foreign counterparts
It’s not Christmas without carols, trees and ads. And while New Zealand retail brands aren’t going as large as those in the UK, whose Christmas campaigns tend to be looked forward to and often clock up views in the millions, there are signs that things might be heading in a more emotional direction here too.
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StopPress/MediaWorks TVC of the Year: New World, Vodafone and Sky take top honours
There was intellectual dissection, there were furrowed brows, there were plates of calamari (hopefully the kind from the sea), there were big jugs of beer, there were raised voices, there were occasional bouts of physical violence and, eventually, there was quorum as a panel of esteemed judges chose New World and Colenso BBDO’s rather fruity Fruit and Vege Pro as the victor in the StopPress/MediaWorks TVC of the Year, with Vodafone’s Piggy Sue and Sky’s Murmuration second and third. PLUS: other category winners for craft, degree of difficulty and clever use of TV.
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The cash and the culture: ANZ brings Maoridom to the streets for Matariki
While the world is becoming increasingly cashless, there are rare occasions where dollar bills are required. And ANZ, which has already got a far bit of marketing mileage out of adding some character to a few of its high-profile money dispensers, has just launched its second Matariki-inspired design.
News
All New World’s Christmases come at once with Ad Impact Award
New World has been in fine marketing fettle in recent months, with two delightfully insane adverts involving bread-based real estate and vegetable-based romance and one mad ad for its netball sponsorship. And while its Christmas campaign wasn’t quite so surreal, the ads featuring Santa Claus hiding in plain sight as a supermarket employee named Noel also caught viewers’ attention and managed to take out Colmar Brunton’s Ad Impact award for November.
News
Is Santa a mild-mannered New World employee named Noel?
After two delightfully insane adverts that illustrated that retail advertising doesn’t always involve the same tropes, the New World marketing team has reeled it in bit for its Christmas campaign, which features a mild-mannered employee named Noel, who may or may not be Santa in an admittedly average disguise.
News
They shoot, they score
New World, Colenso BBDO and Finch recently shot an ad illustrating just how far—or not—the supermarket would go to support netball and mixed in a bit of sponsorship-based madness to add to its brilliantly bonkers brand ads. And here’s a behind-the-scenes clip that shows how it all came together.
News
TVCs of the week: 30 September
Shredded money, a superhero of the environmental persuasion and netball-mad retailers get top marks this week.
News
Foodstuffs continues down the absurdvertising road as New World gets hypothetical about netball sponsorship
Foodstuffs obviously isn’t conducting too many drug tests on the staff in its marketing team, because after New World and Colenso BBDO went full gonzo for their two latest brand ads, it’s launched another mad spot promoting its sponsorship of netball that shows it would do ‘almost’ anything to show their love of the sport.
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TVCs of the Week: 23 September
A glut of goodness this week from New World, Contact, Samsung, Vodafone, Spark and Rebel Sport.
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New World and Colenso BBDO push the supermarket advertising boat way out in latest Fresh Every Day campaign
Foodstuffs and Colenso BBDO veered away from traditional supermarket advertising when they started promoting New World staff as products and parodying infomercials in last year’s Fresh Every Day campaign. And while it’s still looking for laffs in the latest instalment, it’s dialled up the surreality with talking yams and houses filled with bread.
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TVCs of the Week: 19 August
Good stuff from New World, MasterCard and Air New Zealand this week.
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The incredible shrinking campaign: New World’s Little Shop returns for round two
Parents, prepare to be pestered once again. Because New World is back with its second tiny promotion.